Questions on personality and Consumer Behavior 1. Describe the type of promotion

Question

Questions on personality and Consumer Behavior

1. Describe the type of promotional message that would be most suitable for each of the following personality market segments and give and example of each:
(a) highly dogmatic consumers
(b) inner-directed consumers
(c) consumers with high optimum stimulation levels
(d) consumers with a high need for recognition
(e) consumers who are visualizers verses consumers who are verbalizers

2. Is there likely to be a difference in personality traits between individuals who readily purchase foreign made products and those who prefer American made products? How can marketers use the consumer ethnocentrism scale to segment consumers?

3. A markter of health foods is attempting to segment a certain market on the basis of consumer self-image. Describe the four types of consumer self-image and discuss which one(s) would be the most effective for the stated purpose.

Explanation / Answer

(a) Highly dogmatic consumers are closed minded and approach the unfamiliar products in defensive mode. A message to such audience may comprise of endorsement by a famous personlaity. A message may read " The automobile used by the likes of Bradd Pitt."

(b) Inner directed consumers are the ones who purchase to please their inner senses, rather than observing the social norms. A message for such consumers are " You have always felt fom the bottom of your heart to own this home. The time is now."

(c) These consumers are explorers of items. hey can be attracted to an object if t satisfies their exploration urge. Example is " Jason Resorts -World of wonders in the most uninhabited corner of the world"

(d) Consumer with high need of recognition will seek an object that puts them apart ftom the rest. Suitable message for them is " This exclusively crafted watch is as distinct as you"

(e) Visualisers are affected more by the visual stimulants. For such customers, attractive visuals with least verbal inputs may be useful, while for verbalisers who are more affected by a speech or a message, articulative, phoenetic and attention seeking messages will be more effective.

2. The persons who love foreign goods are explorators, attention seekers and those who want to do and experience different things . They want to experience new things in life, explore the unexplored and own an item that nobody else has. The American made product seekers are more inclined to the quality and usability of goods irrespective of its source. Some patriotic users are also included in this category. There may be radical differences among some of them, while some may seek foreign products owing to novelty and curiousness. Marketers may highlight the attributes related to the foreign origin of the product to these segments to prompt them to buy. A message will read " Exotic herbs from the Far East that rejuvenates your senses"

3. Four types of consumer images

(a) Actual _ How consumers see themselves.

(b) Ideal self image - How they want to see themselves.

(c) Social image - How consumers believe that others see them

(d) Ideal social image - How the consumers an others to see them as.

The ideal self image will be useful for marketing of a health food. The marketer would like the customers to imagin how fit and healthy they want to see themselves,and would like to tell them how they can be such by using the product.  

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